Tving’s sudden obsession with ‘skin’? From Dermaline Direxo PDRN to ‘Thieving Birds’

When you hear the name Tving, you probably just think of it as another OTT platform. But if you’ve been following what they’ve been up to lately, it’s clear they’re not just about churning out dramas and variety shows. They’re doing things a bit differently, with some seriously savvy moves happening across the board. Today, as you can tell from the headline, I want to chat about two key things Tving is getting into: ‘skin’ and ‘music’.

Why is an OTT platform getting into skincare? Enter ‘Dermaline Direxo PDRN’

The first thing that really caught my eye was the Dermaline Direxo PDRN Solution Activing Toner and Dermaline Direxo PDRN Solution Activing Emulsion. When I first saw the product names, I thought, ‘Oh, has Tving finally teamed up with a beauty brand?’ But it turns out it’s more than just a collab; it’s their own in-house skincare line. Featuring a ‘PDRN’ ingredient, known for regenerative care usually found in dermatology clinics, it feels pretty bold to bring that concept to the masses via such a mainstream route.

The thing is, Tving’s content has already become such a staple lifestyle choice for the MZ generation that the term ‘Re-Tiving’ has popped up naturally. Now, they’re taking it a step further by offering an actual ‘item’ that viewers can use on themselves. The name ‘Dermaline’ gives off a professional vibe, and adding ‘Activing’ hints at serious functionality. This doesn’t feel like simple merch; it seems like a clear move to target people with real skin concerns.

Word has it this big shift is actually a project that’s been in the works internally for quite a while. Rumours were circulating in and around the beauty industry months ago about a certain OTT platform moving into skincare, and now the specifics of the lineup have finally been unveiled.

• Dermaline Direxo PDRN Solution Activing Toner: The first step to balance dead skin cells and moisture, focusing on soothing the skin.
• Dermaline Direxo PDRN Solution Activing Emulsion: The next step after the toner, designed to provide a hydrating finish while caring for the skin barrier.

Maybe it makes sense because the more time we spend glued to Tving, the more our skin ends up needing some TLC (we all know that post-binge-watch dehydrated face, right?). Seems like they’ve perfectly picked up on that need. It goes beyond simply buying products because a favourite actor uses them; it’s about the platform itself taking on the role of a beauty curator.

Music too? The surprising appeal of ‘Thieving Birds’

If they’ve made such a bold move in beauty, they’ve also got something interesting happening in music. I’m talking about the project called ‘Thieving Birds’. The name might sound a bit quirky, but it’s actually the start of some seriously cool music content.

Sure, OTT platforms releasing original soundtracks (OSTs) is pretty standard these days, but Tving has added elements like ‘live’ performances and ‘rediscovering artists’. Instead of just featuring well-known singers, they’re using the ‘Thieving Birds’ banner to showcase hidden talent and genre-bending new experiments.

What’s really interesting is that this music project has the potential to stand on its own as independent content, not just a promotional tool for dramas. It’s that sweet spot where the indie sensibility you might have heard of but don’t often come across meets mainstream melodies. With ‘Thieving Birds’, Tving is clearly aiming to draw in music fans and bring them onto their platform.

Why all this ‘diversity’?

To sum it up, what Tving is doing now can be broken down into three main directions:

• Beauty (Dermaline Direxo PDRN Solution): A strategy to embed itself into viewers’ daily lives, becoming part of their lifestyle.
• Music (Thieving Birds): An attempt to broaden its cultural influence, attracting not just viewers but music fans to the platform.
• Connecting Experiences (Re-Tiving): Creating a positive feedback loop where watching content, using beauty products, and listening to music all become part of a single, cohesive brand experience.

It reads as a strategy to move beyond just competing on subscriber numbers or viewing time, aiming to have the brand itself recognised as a lifestyle choice. Ultimately, they’re creating a cycle where viewers watch dramas on Tving, buy the products featured in them, and listen to the music from them.

Of course, these bold moves don’t always pan out. The beauty market is fiercely competitive, and music tastes are incredibly diverse. But at the very least, Tving’s current direction is full of ambition, determined to break free from being ‘just an OTT’. Whether the ‘Activing’ line becomes a dermatologist-recommended staple, or ‘Thieving Birds’ becomes a major category at year-end awards, there’s certainly plenty to keep an eye on.